A recent study named “Consumption, Trust and Credibility in the Media among Different Generations” written by our researcher Nuria Rodriguez Ávila, alongside with Sergio Rodríguez Rodríguez (Universitat de Barcelona) on media consumption in Spain shows that, despite the rise of the internet and social media, television remains present among younger generations. However, trust in media—especially digital platforms—remains low, with notable differences across age groups.
The research, based on more than 2,200 surveys and data from institutions such as AIMC, IAB Spain and the CIS, examines both consumption habits and the level of credibility different generations—from Generation Z to baby boomers—assign to major information channels.
The findings challenge the widespread belief that young people no longer watch television. More than 70% of Generation Z and millennials still consume TV content, although often through digital devices. At the same time, internet access is nearly universal among these groups, reinforcing its role as the central hub of media consumption.
Social media, for its part, shows very high penetration across all age groups and is mainly used for entertainment and social interaction. However, only part of the population uses it to stay informed, and this behavior is not exclusive to younger users but rather shared across generations.
Trust, however, tells a different story. More than 70% of respondents report low or no trust in social media as a source of information. Traditional media—such as the press and radio—continue to rank higher in perceived credibility, even among younger audiences.
One of the key factors behind this gap is the difficulty users face in distinguishing between accurate and false information online. This challenge, intensified by the spread of misinformation and the growing role of artificial intelligence, has contributed to a more skeptical and critical audience.
The study also highlights a generational paradox: younger individuals are the most intensive media users, yet they are also the least trusting of all information sources. In contrast, older generations report higher levels of trust, particularly in traditional media, and perceive themselves as better informed.
In times of uncertainty or crisis, audiences across all age groups tend to turn back to traditional media, which are still seen as more reliable sources.
Overall, the research suggests that the current media landscape is not defined by substitution but by coexistence: digital platforms dominate consumption, while traditional media retain credibility.
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